STORE GUARDS ITS TURF WITH DATA BASE

PAW PAW, Mich. -- Paw Paw Shopping Center here responded to the arrival of deep discounters in its market by stepping up its electronic marketing program.The rewards of studiously tracking shopper activity, coupled with a direct mail marketing campaign, were substantial: The store's most profitable shopper base was identified, targeted by a special mailing -- and preserved. "That was our payback,"

PAW PAW, Mich. -- Paw Paw Shopping Center here responded to the arrival of deep discounters in its market by stepping up its electronic marketing program.

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